�Getting Back to Nature� Business Plan by t758Tn77

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									                      2008


“Getting Back to Nature” Business
               Plan




                      Ivy Barksdale, Obiora Embry, Jim Embry

                      Martin Acres, Inc.

                      12/16/2008




                      Draft 1.3     Back to Nature
Contents
Executive Summary......................................................................................................................... iv
   Overview ......................................................................................................................................... iv
   Mission Statement .......................................................................................................................... iv
   Core Values ..................................................................................................................................... iv
Background and History ................................................................................................................... v
   Martin Acres, Inc. ............................................................................................................................ v
   Past Activities (of corporation) ....................................................................................................... v
Resources ......................................................................................................................................... v
   Natural resources (Land).................................................................................................................. v
   People (Family) ............................................................................................................................... vi
   Financial ........................................................................................................................................ vi
   Digital and Electronic ...................................................................................................................... vi
   Maps, photos, documents, audio and written histories ................................................................ vi
Programs and Uses ......................................................................................................................... vi
   School and Youth Programs Tours/Youth Investment ................................................................... vi
   Nature Tours and Self-Discovery ................................................................................................... vii
   Environmental Awareness ............................................................................................................. vii
   History Tours .................................................................................................................................. vii
   College and University Conference Tours...................................................................................... vii
   Business Meetings Hosting ............................................................................................................ vii
   Family outings and Weddings ........................................................................................................ vii
The Customers and Public Benefit ................................................................................................ viii
Marketing and Promotion ............................................................................................................ viii
Partnerships .................................................................................................................................. viii
Operational Plan ............................................................................................................................. ix
   Goals and Indicators ....................................................................................................................... ix
       Economic ......................................................................................................................................... ix
       Social ............................................................................................................................................... ix
       Environmental ................................................................................................................................. ix
   Overcoming Challenges .................................................................................................................. ix


Martin Acres, Inc.                                                                                              Getting Back to Nature
                                                                     Page ii
Governance and Leadership ........................................................................................................... ix
Performance Measurements .......................................................................................................... x
Assumptions and Risks ..................................................................................................................... x
Financial Plan ................................................................................................................................... x
Appendices...................................................................................................................................... xi
   Stockholders.................................................................................................................................... xi
   Board of Directors ........................................................................................................................... xi
   Organizational Structure ................................................................................................................. xi
   Funding Resources (local, state, and national) ............................................................................... xi
   Protocol (for signing up, registration, rules and regulations, etc.) ............................................... xi
   Photos, trail maps, topographical maps, etc. ................................................................................. xi
   Future Activities .............................................................................................................................. xi
Executive Summary
Overview
 The desire and need to get away from the routine hustle and bustle of city life to
 experience life differently, reflect, plan, build or renew relationships, and have fun is
 evident in academia, the business world, and the community-at-large. Teachers want
 safe places that students can go, which allow them to experience nature and learn in
 new and exciting environments. Universities seek living laboratories in which to
 conduct research. Houses of worship and community organizations seek remote areas
 to send their members to relax, reflect, and reconnect with themselves and each other.
 Employers and their employees want to get away from the stresses of work that include
 meetings, stringent and demanding deadlines, strategic planning, and team building.
 Tourists long for new and interesting venues to visit and learn about. Families and
 individuals long for places that they can go to relax, have fun, forget about their
 problems, and reconnect with one another and themselves.
 In order to reach their goals, people are willing to invest in activities that allow them to
 get away, so they can learn, strengthen ties, and build or renew relationships,
 strengthen their minds, and recharge their bodies. And often times, one of the best
 places for this to happen is in a remote location with few distractions.
 Getting Back to Nature, a subsidiary of Martin Acres, Inc., will host school outings, family
 gatherings, nature and history tours, reunions, weddings, community and youth groups,
 business events, and serve as a natural laboratory for colleges and universities.
Mission Statement
 Getting Back to Nature seeks to recapture the idea of the “family farm” by reaching
 back and gathering the best of what the past has taught us, while we reclaim, revive,
 preserve, and perpetuate a new vision of the “farm.” It will also seek to use the “farm”
 to bring a greater awareness and appreciation for nature and will do so through utilizing
 the natural resources on the “family farm.”
Core Values
 Our core values are to maintain the natural resources that comprise Martin Acres, while
 making a positive impact on ourselves and the community-at-large. These resources
 include all the acreage of Martin Acres and the Finis Martin Estate, as well as the
 knowledge base that encompasses our family.
Background and History
 Martin Acres, Inc.
  There lies a family farm in western Kentucky that is 800+ acres, with abundant fertile
  soil, and rich in Black history, natural resources, and wildlife. It is called “Martin Acres”
  and represents over 150 years of history.
  In the mid-1800's, Lourenza Dow Martin, a slave, bought and paid for his freedom and
  then a short time later, the freedom of his wife, Minnie Malvina Reynolds Martin.
  Lourenza, Minnie, and their 12 children made their home in the Rhodes Chapel
  Community of Muhlenberg County, Kentucky—portion of it is now a part of Martin
  Acres. As the children got older, some of them moved out of the state, however, one of
  the sons, Finis Martin, bought a farm and settled near Rhodes Chapel Community.
  Finis was a very industrious man who gave his 5th child, Herbert Leslie Martin, 100 acres
  of land, upon which 100 more was purchased a short time later. Herbert learned how
  to farm from his father and became a very successful and widely respected farmer and
  person. During his lifetime, he acquired over 1000 acres of land. At his death in 1968,
  the ownership of the farm went to his wife, Beatrice Tutt Martin and his 15 surviving
  children.
 Past Activities (of corporation)
  Herbert understood the importance of family and after his family began to only see one
  another for weddings and funerals, in 1965, he decided to appoint Labor Day as a time
  for the immediate and extended family to return to the farm for a reunion.
  One of the legacies that he passed down to his children and grandchildren was one of
  his favorite thoughts and sayings, “there’s always room for one more.” Although he
  died 3 years later, the value of family was passed on and today, the the family still
  gathers at Martin Acres every Labor Day weekend.
  In an effort to ensure that the farm stayed in the family, the children of Herbert Martin
  decided to form a corporation, Martin Acres, Incorporated (“Martin Acres, Inc.”) in 1982
  or 1985. Getting Back to Nature is an extension of the forward thinking that began
  Martin Acres, Inc., and will help to expand our vision of the farm.


Resources
 Natural resources (Land)
  Getting Back to Nature will utilize the natural resources of Martin Acres—the mature
  forests, wetlands, grasslands, roads, trails, shelter, and fertile farm land around the “Big
  House” (the initial phase will not include the Big House).
 People (Family)
  In keeping with Herbert Martin’s motto, “there’s always room for one more,” Getting
  Back to Nature will involve all family members. We will utilize the education, expertise,
 knowledge, training, and skills of our extended family. We will “extend” our family if a
 needed skill is not readily available.
Financial
 Martin Acres, Inc. has leased its premises over the years as a means to gain capital. The
 leasing has included farming, oil and mineral rights, and hunting. On average, the leases
 have brought in X dollars per fiscal year. In 2008, a portion of adjoining land was sold
 for X dollars.
 Currently, the corporation has X dollars that can be used for the expenses detailed in
 the Financial Plan.
Digital and Electronic
 We will use the digital and electronic resources of the family to continue and preserve
 our family legacy. These resources will be used as marketing and promotional tools for
 Getting Back to Nature.
Maps, photos, documents, audio, and written histories
 These resources will be used to educate ourselves and others about our history, to be
 used in conjunction with history tours of the farm, and for marketing and promotion.


Programs and Uses
  The focus of this initial phase is to develop programs and activities that use resources
  that are immediately available at Martin Acres. The initial programs and uses are
  discussed below while the future ones are in the Appendix.
School and Youth Programs Tours/Youth Investment
 These programs will be offered to school age children:
    Hay Rides
    Nature Walks
    Eco-system Lessons and Self Discovery
    History Lessons
            Play/games (tree swings, softball, baseball, soccer, football, volleyball,
     kickball)
            Youth Internships
         o          Boy and Girl Scouts
         o          United Way
         o          YMCA
         o          Boys and Girls Clubs
Nature Tours and Self-Discovery
 Of interest to all age groups are tours that allow individuals to explore and learn on their
 own.
    Nature Walks
    Hiking Trails
Environmental Awareness
 These types of programs will be created as we continue to learn more about the various
 ecosystems on the farm. These are intended to be hosted tours.
           Nature Walks
           Hay Rides
           Hands-on Activities/Self-Discovery
           Demonstration projects
           Ecosystem tours
History Tours
 These will be guided walking and/or tractor-driven tours that will show and explain the
 historical significance of Martin Acres.
    Nature Walks
    Hay Rides
College and University Conference Tours
 These tours will be conducted in conjunction with the local colleges and universities and
 will be catered to the interest(s) of the conference participants.
    Nature walks
    Hay Rides
    History Tours
    Points of Interest Tours
    Ecosystem Tours
Business Event Hosting
 The hosting of business events will initially focus on outdoor activities.
    Shelter/Grounds Rental
           Meeting Room(s) (Temporary dome rentals)
Family Gatherings and Weddings
 The hosting of family gatherings and weddings will take place outside and will allow for
 multiple uses.
    Shelter and Grounds Rental
    Hay Rides
    Horseback Riding
            Play/games (tree swings, softball, baseball, soccer, football, volleyball,
     kickball)
            Nature Walks
          Other contracted activities (water slides, inflatables, etc.)


    The Customers and Public Benefit
The primary customers reside within a 1 (one) hour drive of Martin Acres and include schools,
daycares, community organizations, houses of worship, individuals, and families. The
secondary customers are colleges/universities and businesses.
The public benefit will be a greater sense of awareness, concern, compassion, and
understanding of the natural environment, farm, country and rural life, families, and each
other. It will positively impact the community-at-large by renewing the value or bring a new
value on community and nature.


    Marketing and Promotion
Primary methods of marketing include:
      Letters and presentations to schools, daycares, houses of worship, community
       organizations, colleges, and universities
      Web site, brochures, and free local advertising
      Virtual tours (available via DVD and Web site)
      Listing with local and commonwealth-wide agencies, Web sites, magazines,
       newspapers,and tourism guides

We anticipate repeat business from the schools as they typically reserve certain trips for
specific grades. We will maintain our presence through mailers and advertising in local media.
As we gain experience, we will market to larger cities such as Louisville, Lexington, Paducah,
and Nashville.
New customers will come from word of mouth and continued advertising. We will also improve
and expand our services as time goes on.


    Partnerships
We will seek out and consider partnering with various organizations to provide services.
      Non-Profits
           o 4-H
           o YMCA
           o Boy and Girl Scouts
           o Houses of Worship
           o Boys and Girls Clubs
      Colleges and Universities
      Libraries
      Vendors
     o Caterers
     o Activities (inflatables, horses, petting zoo, etc.)


Operational Plan
 Goals and Indicators
  Our goals are to enhance the sustainability of Martin Acres through its 3 (three) pillars:
  economic, social, and environmental.

  Economic
           From an economic standpoint, we would like to generate a profit of X every year,
           which means that our revenue will exceed the operating expenses and overhead
           costs by X dollars.

  Social
           Getting Back to Nature will allow the youth to be involved in positive and life-
           affirming activities that will help to steer them clear of trouble and will engage
           them in being good stewards of the environment, thereby strengthening the
           community and commonwealth through the deeds and actions they undertake
           as a direct result of their involvement at Martin Acres.
           It will also help the family bond by us working together for a common goal. It
           will also encourage current and future generations to know and understand the
           importance of family and nature.

  Environmental
           Martin Acres contains a diverse landscape with multiple ecosystems and fertile
           farm land, which will be maintained and enhanced by the activities of Getting
           Back to Nature. The activities can help to resolve the environmental problems
           that we currently face. We will utilize our land to encourage the youth and
           adults to spend more time outside (to combat nature-deficit and support the
           “No Child Left Inside” legislation), to value and respect nature, and to preserve
           land, especially family land.


 Overcoming Challenges
  A key challenge for Getting Back to Nature is how we manage the operation in spite of
  our busy schedules. Additionally, a challenge is to collectively maintain and continue
  the vision and mission of Martin Acres, Inc.
    Governance and Leadership
Getting Back to Nature will be governed by the Martin Acres, Inc. stockholders and some non-
stockholders. The subsidiary will be handled by subcommittees comprised of stockholders,
family members. and others:
              Executive/Managerial
              Marketing and Promotion
              Communications and Public Relations
              Reservations and Booking
              Technology (Web development, video, audio, digital maps, etc.)
              Insurance and Legal
              Accounting
              Logistics
              Primary Resource Documentation


    Performance Measurements
Performance can be measured by:
       the number of events we book
       percentage of activity vs. non-activity of resources
       number of family members actively involved
       quizzing family members on knowledge of farm and family history
       providing surveys to clients establish the quality of events
       yearly profit margin
       number of repeat customers (outside of school system)
       number of customers that begin to positively impact their community (through survey)


    Assumptions and Risks
If we start slowly and focus only on those things that are readily available to us, we minimize
our financial risks. There are liability and legal risks that we will acquire because of having non-
family members on the property. These risks can be minimized by having appropriate
insurance, legal coverage, and preparing for potential problems.
Additionally, investment in family knowledge and participation will be necessary to insure the
sustainability of Getting Back to Nature and Martin Acres, Inc. The amount of activity at the
farm will reduce the risk of illicit activity on the farm grounds. (will need to flesh out other risks
and think through scenarios of what can go wrong with this venture and put in place methods to
eliminate or reduce risks)


    Financial Plan
The total cost estimate for this project will be X dollars, which can be extended over a period of
5 years. This estimate includes the operating and overhead expenses that will be incurred.
The operating expenses will be dependent on the activity(ies) that take place during the course
of the year, so they will vary from year to year.




Annual Funding Sources
                   Source                       FY2008      FY2009      FY2010         Totals
           Sale of adjoining land               $10, 000      -0-          -0-       $10, 000

 Partnership with Colleges and Universities        -0-

            Environmental Grant                    -0-
                                              Table 1


Here we will need to talk about expenses, pricing, and startup funding (grants, fellowships,
awards). We can establish a price for weddings, shelter rental, grounds rental, school outings,
etc. Any request for research, added amenities, and special requests should be handled on an
individual proposal basis.
Appendices

Stockholders
Board of Directors
Organizational Structure
Funding Resources (local, state, and national)
Protocol (for signing up, registration, rules and regulations, etc.)
Photos, trail maps, topographical maps, etc.
Future Activities
              Aquaculture
              Wildlife Habitat
              Land Conservation
              University Research
              Research Farm
              Renewable Energy
              Community Farm
              Community Workshops
              Virtual Tours
              Nature Retreat
              Eco-tourism
              Nature Rehabilitation
              Soil, water, and land testing/research
              Organic Orchard and Farm Produce
              Horticulture
              Horticulture Workshops and Demonstrations
              Cabin Rentals
              University Research and Research Farm

								
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